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Total questions: 89
Worksheet time: 45mins
1. Research undertaken to help solve specific marketing problems is called ________.
problem-solving research
problem-manipulation research
problem-identification research
problem-correction research
problem exception
If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed, which step would the agency conduct?
define the problem
develop an approach to the problem
formulate the research design
correct the problem
doing fieldwork or collecting data
The problem audit involves discussions with the decision maker on all of the following issues EXCEPT:
the history of the problem
the criteria that will be used to evaluate the alternative courses of action
the information that is needed to answer the decision maker's questions
the alternative courses of action available to the decision maker
the national culture as it's related to a country's trade barriers
Which of the following is NOT an issue that would be addressed in a management decision problem?
A) Should the advertising campaign be changed?
B) Should the price of the product be changed?
C) Determine the impact on sales and profits of various levels of price changes.
D) What can a company do to expand its share of its product category?
E) B and C
Which statement is not true about research design?
Research design is a framework for conducting the marketing research marketing research project.
Research design specifies the measurement and scaling procedures.
Research design is undertaken before developing the approach to the problem.
Research design is undertaken after the marketing research problem is defined.
Which of the following is a characteristic of descriptive research designs?
flexible
marked by the prior formulation of specific hypothesis
versatile
often the front end of total research
supporting
Which of the following types of general surveys measure the same group of respondents overtime but not necessarily on the same variables?
periodic surveys
panel surveys
shared surveys
parallel surveys
regular surveys
Which of the following are described as loosely structured conversations with individuals drawn from the target
audience?
experiments
quantitative surveys
panels
conversation interviews
depth interviews
The advantages of using in-home interviewing to collect research data include all of the following EXCEPT:
good for physical stimuli.
least expensive.
good sample control.
large quantity of data can be collected.
complex questions can be asked.
The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain
information about the phenomenon of interest is called ________.
projection
observation
description
exploration
micro-pattern research
A scale for measuring attitudes that consist of a single adjective in the middle of an even-numbered range of
values is called a ________.
Likert scale
semantic differential
Stapel scale
balanced rating scale
mid-range scale
Which of the following is the last step in the questionnaire design process?
arrange the questions in proper order
eliminate bugs by pretesting
identify the form and layout
reproduce the questionnaire
present the results to the client
What is the definition of marketing research?
The process of analyzing secondary information and providing executives with timely reports to solve a
marketing problem
The process of designing experiments that provides decision makers with causal information
The process of analyzing existing information so decision makers can make better decisions
The process of designing, gathering, analyzing, and reporting information that may be used to solve a specific
marketing problem
The marketing research process contains multiple steps. The first step of the process is:
Establishing the need for marketing research
Defining the problem
Establishing the research objectives
Determining methods of accessing data
Tasks involved in defining the research problem include:
A) Discussions with decision makers
B) Qualitative research
C) Both A and B
D) Neither A nor B
Marketing research problem
An explicit specification of a set of variables and their interrelationships designed to represent some real
system or process in whole or in part is called a(n) ________
broad-based research
. An unproved statement or proposition about a factor or phenomenon that is of interest to the researcher is
called a(n) ________
relationship
Who will develop the marketing research proposal:
Neither A nor B
Research designed to assist the decision maker in determining, evaluating, and selecting the best course of
action in a given situation is called ________
The manipulation of one or more independent variables is a characteristic of which of the following types of
research designs?
________ is data originated by the researcher for the specific purpose of addressing the research problem
Primary data
Secondary data
Experimental data
Virtual data
Problem-focused data
________ is one type of qualitative research in which the purposes of the project are disclosed to the
respondent or are obvious given the nature of the interview
Which of the following is NOT recognized as a classification for the various methods of collecting survey data?
An observational research strategy in which mechanical devices, rather than human observers, record the
phenomenon being observed is called ________
personal observation
virtual observation
perceptual observation
mechanical observation
device recording
A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which
requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements
related to the stimulus object is called a(n)________
Which of the following is the first step in the questionnaire design process?
segment the customer base
specify the type of interviewing method
determine the content of individual questions
decide on the question structure
specify the information needed
A single question that attempts to cover two issues is called a________
Examples of nonprobability sampling includes all of the following EXCEPT:
According to the text, which of the following is the first step in the sampling design process?
A) count your resources available
B) determine the sampling frame
C) select sampling technique(s)
D) determine the sample size
E) define the population
________ relies on the personal judgment of the researcher, rather than chance, in selecting sampling
elements.
nonprobability sampling
probability sampling
simple random sampling
systematic sampling
umpire sampling
A probability sampling technique in which the sample is chosen by selecting a random starting point and then
picking every ith element in succession from the sampling frame is called________
In sampling, a(n) ________ is the object or person about which or from which the information is desired
Which of the following is NOT a weakness of simple random sampling?
difficult to construct sampling frame
expensive
lower precision producing samples with large standard errors
no assurance of representativeness
not easily understood
A sampling procedure in which each element of the population has a fixed probabilistic chance of being
selected for the sample is called ________
A book containing coding instructions and the necessary information about variables in the data set is called
a(n) ________
editing book
codebook
sampling record
questionnaire
checking book
In the marketing research process, data preparation and analysis comes immediately after ________ and
before ________
problem definition; research design
research design; fieldwork
fieldwork; research design
fieldwork; report preparation and presentation
problem definition; report preparation
All of the following are mentioned in the textbook as elements related to the fieldwork process EXCEPT:
Which of the following individuals is NOT recognized as a field worker?
According to the textbook, the data preparation process begins with ________
A researcher should implement all of the following steps when selecting field workers EXCEPT:
Which of the following is NOT recognized as a phase of the interviewing process?
Which of the following is NOT an alternative for the treatment of unsatisfactory responses?
return the questionnaire to the field to get better data
assign missing values
discard unsatisfactory respondents
delete the question from the survey
C and D
According to the text, every table should have a ________ and ________
number; a title
summary; a footnote
title; a summary
footnote; a title
header; footer
________ is the last step in the marketing research project
The first step in the report preparation and presentation process is ________
. A round chart divided into sections is called a ________
The client writes a ________ to the researcher before work on the project begins
The ________ is an extremely important part of the report, as this is often the only portion of the report that
executives read
The last step in the report preparation and presentation process is________
Which of the following is NOT a suggestion to follow when writing a marketing research report?
According to the textbook, ________ research is typically used to assess the environment and diagnose
problems.
________ is a comprehensive examination of a marketing problem to understand its origin and nature.
Interviews with industry experts-individuals knowledgeable about the firm and the industry-may help
formulate the marketing research problem. Which of the following statements is true about interviews with
industry experts?
These experts may be found both inside and outside the firm.
Typically, expert information is obtained by unstructured personal interviews without administering a formal
questionnaire.
It is helpful to prepare a list of topics to be covered during the interview.
All of the above are true.
An unstructured, exploratory research methodology based on small samples intended to provide insight and
understanding of the problem setting is called ________.
Which of the following types of research design should be used when management realizes a problem exists
but does not yet understand why?
conclusive research
exploratory research
descriptive research
causal research
expeditionary research
________ is based on the assumption that the researcher has an accurate understanding of the problem at
hand.
According to the textbook, a basic rule of research is to " ________."
examine primary data first
examine secondary data first
examine experimental data first
examine virtual data first
examine special data first
. In contrast to ________ research, the findings of ________ research can be treated as conclusive and used to
recommend a final course of action.
quantitative; qualitative
observational; qualitative
qualitative; quantitative
descriptive; observational
partial; total
Which of the following is NOT recognized as a classification for the various methods of collecting survey data?
. In marketing research, ordinal scales are used for all of the following purposes EXCEPT:
Which of the following comparative scaling techniques has an absolute zero and is sometimes treated as metric?
rank order scaling
constant sum scaling
paired comparison scaling
semantic differential scaling
zero scaling
A(n) ________ allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories.
. Initial questions in questionnaires that screen potential respondents to ensure they meet the requirements of the sample are called ________.
double-barreled questions
filter questions
random questions
coefficient questions
requirement questions
The aggregate of all elements, sharing some common set of characteristics, which comprise the universe for the purpose of the marketing research problem, is called the ________.
The target population should be defined in terms of all of the following EXCEPT:
After the oral presentation, the researcher should ________.
A motivational technique used when asking survey questions to induce the respondents to enlarge on, clarify, or explain their answers and to help the respondents focus on the specific content of the interview is called ________.
Assigning missing values to unsatisfactory responses may be desirable in all of the following situations EXCEPT:
if the number of responses is small.
if the proportion of unsatisfactory responses for each of these respondents is small.
if the variables with unsatisfactory responses are not key variables.
A and C
All of the mentioned situations (A, B and C) qualify for the assignment of missing values when unsatisfactory responses are discovered on a questionnaire.
The first step in the fieldwork process is ________.
All of the following are mentioned in the text as elements related to the fieldwork process EXCEPT:
An important aspect of supervision is ________, which attempts to ensure that the interviewers are strictly following the sampling plan rather than selecting sampling units based on convenience or accessibility.
Which of the following is NOT recognized as a phase of the interviewing process?
________ of fieldwork means verifying that field workers are submitting authentic interviews.
A review of the questionnaires with the objective of increasing accuracy and precision is called ______.
Which of the following is the last stage of the data preparation process?
Which of the following is NOT an alternative for the treatment of unsatisfactory responses?
Which of the following is NOT an option available for the treatment of missing responses?
substitute a neutral value
casewise deletion
modify the questionnaire
pairwise deletion
A and C
A book containing coding instructions and the necessary information about variables in the data set is called a(n) ________.
Which of the following is NOT a statistic that is associated with the measures of location of frequency distribution?
A frequency distribution for a variable produces ________.
According to the text, which of the following represents the highest peak of the distribution?
mode
mean
median
maxima
crest
Which of the following often follows a well-known distribution, such as the normal, t, or chi-square distribution?
The most common measures of variability are the ________ and ________.
________ is a statistical technique for examining the differences among means for two or more populations.
Examples of hypotheses related to paired samples include all of the following EXCEPT:
Regression analysis of an independent and dependent variable can be used in all of the following ways EXCEPT:
determining whether a relationship exists.
assessing the strength of relationship.
determining the structure or form of the relationship.
predicting values of the dependent variable.
determining causality.
A procedure for deriving a mathematical relationship, in the form of an equation, between a single metric dependent variable and a single metric independent variable is called ________.
All of the following are terms used in regression analysis that arise from the mathematical relationship
between the variables EXCEPT:
